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The Marketing Mix In A Luxury Hotel Chain

Author

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  • Sorin-George TOMA

    (University of Bucharest, Romania)

  • Catalin GRADINARU

    (University of Bucharest, Romania)

Abstract

The hospitality industry represents not only one of the most diverse and dynamic economic activity, but also one of the largest and fastest growing industry worldwide. It includes hotels, restaurants and resorts, and constitutes one of the major employers in the world. As one of the most visible sector within the hospitality industry, the luxury hotel industry has attracted more and more customers and investors in the past decades. The marketing mix being a key element of the wider marketing strategy of a company occupies a prominent place in the luxury hotel industry. This paper proposes to identify and analyze the components of the marketing mix in this industry by using the example of Ritz-Carlton Hotel Company, an American luxury hotel chain. The methodological approach is based on a case study.

Suggested Citation

  • Sorin-George TOMA & Catalin GRADINARU, 2018. "The Marketing Mix In A Luxury Hotel Chain," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 3(2), pages 84-90.
    • Handle: RePEc:brc:brccej:v:3:y:2018:i:2:p:84-90
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    References listed on IDEAS

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    1. Mr. Prakash Loungani & Mr. Saurabh Mishra & Mr. Chris Papageorgiou & Ke Wang, 2017. "World Trade in Services: Evidence from A New Dataset," IMF Working Papers 2017/077, International Monetary Fund.
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    Cited by:

    1. Sorin-George Toma & Stefan Catana, 2021. "Linking Customer Experience With The Extended Marketing Mix," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 105-109, October.
    2. Stefan-Alexandru Catana & Sorin-George Toma, 2021. "Service Quality Models As Customers Satisfaction Tools," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 241-245, October.
    3. Andra Modreanu & Sorin-George Toma, 2023. "A Brief Analysis Of Social Media Brand Content And Strategy During The Covid-19 Pandemic," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 234-239, February.
    4. Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.
    5. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    6. Sorin-George Toma & Stefan Catana, 2021. "The Value Of Brand In The Football Industry," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 27-31, February.
    7. Sorin-George Toma & Stefan-Alexandru Catana & Catalin Gradinaru, 2022. "Competitive Business Strategies In Global Retailing: The Case Of Wal-Mart," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 106-112, February.

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    More about this item

    Keywords

    hospitality industry; marketing mix; services sector; Ritz-Carlton; luxury hotel chain; customer;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z39 - Other Special Topics - - Tourism Economics - - - Other

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